South East Age UKs and SEEFA – the South East England Forum on Ageing - have joined forces to examine:

How older consumers are disadvantaged and what barriers they face.

Why, given the scale of demographic change, older consumers don’t appear to be a high priority for business.

What does an ‘age friendly’ future look like? What may need to change?

Culminating in a Symposium at the Palace of Westminster this high profile debate is intended to make a real difference to the way older people are viewed as consumers. The project will bring together experts with experience of later life, policy makers, stakeholders in the business world and research. We will make suggestions to policy makers and influencers for encouraging ‘all age friendly’ multi generational business approaches.

SEEFA is collecting examples of good practice in later life engagement. If you have experience of positive engagement please contact us.

SEEFA aims to bring people together to influence later life strategies, policies and services to make life better for current and future generations of older people.

SEEFA works with people who know what they are talking about. We know the best way to ensure good services is to integrate the perspectives of people who are themselves experts in later life and ageing through their own life experiences. SEEFA’s Policy Panel comprises people who are experts on later life and who can actively engage with policy makers and commissioners to influence later life policy.

A message from SEEFA’s Chair, Peter Dale:

'Increased longevity is a blessing rather than a burden. We need a paradigm shift in the way later life is viewed, valuing the contribution of older people rather than seeing them just as consumers of resources.

SEEFA knows that ageist attitudes can cause real harm and can affect health and wellbeing. Most older people are fit and healthy and do not need care. People should be assisted to keep on contributing to their communities and remain independent for as long as possible. When services are needed they should be personalised, safe and of a high quality. People should always be treated with dignity and respect.'

SEEFA wants to see key later life issues fully explored and debated. You can read morehere.

A New Narrative on Ageing

SEEFA has been doing a lot of work to help create a New Narrative on Ageing. The new narrative is based on 5 pillars:

Ageing itself is not a social and economic problem. It is an inter-generational issue, presenting both opportunities and challenges.

People are unique individuals, each with a different story. We need to recognise the diversity of ageing, not ‘lump’ everyone in together.

Older people are not an economic burden but are net contributors to the economy

Older people are active citizens and assets within their families and communities.

Equal access to employment opportunities for older people will benefit business and society as a whole.